Infographic: sales versus online shopping
Hunt for a discounted T-shirt or pants. But where?
Despite end-of-season sales and shopkeepers’ hopes of making good money,Istat found a 0.2 percent drop in clothing and fur items this year, with negative peaks for footwear, handbags and travel items, down 0.4 percent. Zero growth, however, for perfumery and personal care products.
Data that “definitively sanction the death of end-of-season sales,” says Carlo Rienzi, president of Codacons.
Turnover: in small clothing stores falls, on the web it grows
The picture is clear: small stores are being squeezed by the overwhelming power of multinational corporations, the schedule set by the regions, and Sunday and holiday closures.
On the other hand, there is the ever-accessible web, which in the last 5 years has seen a +30% increase in the fashion sector, approaching 3 billion euros (while traditional summer sales, Confcommercio calculates, come to 3.6 billion), against a growth inecommerce in general of +15%.
Another very interesting fact: in 2016 clothing will be worth 10 percent of alleCommerce in Italy.
Neikos Web Agency’s infographic
Digital influences
Digital is not only growing, as is evident from the data, but it also greatly influences the moment of physical purchase.
Suffice it to say that in 2014 alone, 8.5 million Italians looked for information on the Internet while looking at a product in a store, while 13.6 million consumers looked in a physical location for a product they had already seen online in the previous month.
But why are Italians increasingly buying fashion online?
“The reasons are first of all in the possibility of savings,” the response of Riccardo Mangiaracina, director of theeCommerce B2c Netcomm Politecnico di Milano Observatory. – On Black Friday and Cyber Monday, some operators realized more than 5 percent of total online sales in two days-about 10 times the value of sales recorded in the same time frame at other times of the year.
Second, eCommerce sites allow the customer to choose the desired product from a very wide range, which is difficult to find in a store, and finally they facilitate theshopping experience by recommending related items.”
What to do then to keep selling?
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